Confectionery Marketing Strategy

The two most common flavors of sweets are undoubtedly chocolate and vanilla. For years, people have been debating between the two attempting to conclude the ultimate flavor. Polls in which the participants choose their favorite flavor are also ways the world has decided which flavor was preferred more. Results show that vanilla had been the most desired, with chocolate following not too far behind. These two flavors have been grown and processed for the masses for centuries. However, out of the two flavors, vanilla has a more complicated natural growing and production process.

    Most people desire to consume only what satisfies their taste buds, which is mainly foods and beverages that contain high levels of unhealthy ingredients, but they do not realize the harm it causes to their health. General Mills conducted an experiment in order to see how consumers would react when they had the option to buy healthy products or foods that tasted good: “General Mills, he said, acted responsibly to both the public and shareholders by offering products to satisfy dieters and other concerned shoppers, from low sugar to added whole grains. But most often, he said, people bought what they liked, and they liked what tasted good” (Moss 476). Companies of course need to keep their businesses running and in order to do that, they must manufacture

Australian Beverages Limited (ABL) commenced soft drink manufacturing in 1937. During the 1970s and 1980s, the company expanded its beverage portfolio by entering into other non-alcoholic beverage categories, such as fruit and milk-based drinks. Entry into the snack food market was recently undertaken in response to declining consumption of carbonated soft drinks (CSDs), the company’s traditional area of business strength. This move also enabled ABL to leverage its strong distribution capabilities to supermarkets, convenience stores and

The marketing strategy of Haigh’s chocolate has been identified through detailed analysis of the external and the internal environment of the present market conditions and development of the Haigh’s. There has been complete detailed SWOT analysis of the company on the basis of research conducted from several secondary sources. It has been conducted in order to determine the important strategies and the key strengths of the company. Talking about the chocolate sector which has been further segmented into several categories in which Haigh holds the important position and have captures the major chunk of the market. Such markets range from chocolate blocks, bars and other diet varieties like gluten and eggless products. The demand in the chocolate market is also divided on the basis of the geographic location markets like that in Sydney, Melbourne and Adelaide chocolate markets. Other factors affecting demand in the market includes demographic, behavioural and psychographic segmentation.

The soft-drink industry capitalizing on creating the best product. Each product has a different taste, formula, and color to entice the consumer. It is important for the product to remain innovative in order to keep the consumers interested. The suppliers can easily differ, because they do not hold much value or put

Edible Arrangements brand revolves around family values and beliefs in an effort to appeal to one’s emotional side. Commercials emphasize family gatherings during the holiday season and special celebrations. Many times the fruit baskets are next to floral arrangements or chocolate rabbits, for instance, as a delicious healthy alternative to these choices. These commercials appear to be working and we capitalize on the commercials by advertising similar campaigns in local print ads which includes a $5 coupon when spending $50 or more. See Appendix A.

With over 850 store across Australia, customers are much more connected to the business. They are located in almost every metropolitan and regional area, with their fruits and meat suppliers close to the eastern suburbs.

Today Unilever is one of the world’s largest consumer products companies. Becel Margarine was launched in 1978 as a premium priced product, positioned as the heart healthy margarine of choice. Previously, the Becel brand had been positioned as the heart healthy margarine of choice in Europe for twenty years prior to Canadian introduction. Despite unique positioning Becel struggled for many years gaining only 8.1 percent market share by 1991. Unilever considered several options for growing the Becel brand, such as, price decreases, repositioning the product, and dramatic increases in advertising support. In 1991 Lipton devised the strategy “living a life that is young at heart”. This strategy was very successful with its current target market, 65 and above. In the butter and margarine category, butter holds fifty percent of the market. The Dairy Bureau of Canada positions butter as tasty and natural, which is conveying that margarine is processed and does not taste as good. However, that is not true, margarine is better for you than butter and does suit consumers’ tastes. In addition, the health focus of the butter and margarine market is growing. More and more competitors are positioning their product as healthy for the consumer. For example, Parmalat is a brand of butter that has just entered the margarine market to compete with Becel with the brand Lactantia.

The sweet and savory spreads market in the last decade has undergone phenomenal changes due to varying economic, environmental and social conditions. Honey in particular, has been one spread that has gone through both prosperous and rough patches. Honey manufacturers and packers have used technological innovation to create a new market niche while strengthening their traditional markets with solid marketing schemes and planning.

I have chosen cigarettes to be my market transaction as it is has a very large and wide market. A cigarette is a product consumed through smoking and manufactured out of cured and finely cut tobacco leaves and reconstituted tobacco, often combined with other additives1,

By October 2012, it had been over 15 months since Apollo Foods, a global consumer packaged-goods firm, had obtained the rights to distribute the well-known European chocolate company, Montreaux, in the United States. Andrea Torres, the director of new product development at Montreaux Chocolate USA, is presented with the

Frito-Lay uses Product focused process strategy for its food manufacturing operations in terms of process.

In 1940 in Italy Piera and Pietro Ferrero, decide to transform their small pastry shop in Alba in to a factory. With the desire to make and create new products with state-of-the-art ideas, they son Michelle Ferrero continued development of company and revolutionised food habits of millions of consumers. Thanks to efficient partnership with his wife Maria Franca, he was one of the first manufacturers which have opened production sides and offices abroad. Now company history reached to the third generation, sons of Michelle and Maria Franca worked together at the top of the Group as Managing Directors for more than 10 years. Unfortunately, one of the sons, Pietro Ferrero, tragically died in Africa during humanitarian mission, inspired and driven by him, that aimed to prelaunch the Ferrero Social Enterprises. And now, Giovanni Ferrero continue to run company by himself.

1. What significant changes have occurred in the Canadian mouthwash market in the past three years?

activities and tactics such as sampling and sales force promotion [3]. Whether a brand manager is using right promotional tools, whether 4P`s (now 7P`s are considered) are linked to each other and with product strategies for the two main objectives that includes [3]:  To Generate Prescription  Make the product reach the patient They can be said as Product chain and Prescription chain 1.1 The Product Chin This starts from selection of molecules and ends in the hands of patient. This chain is somehow intensive as it starts from the selection of molecules, then molecules are critically screened, after the screening of molecules the source of raw material is identified then the pilot batch manufacturing process starts at this stage pricing strategies and clinical trials are worked out. Once the pilot batch is manufactured then it starts with the commercialization of product, after commercialization product goes to distribution house and then it reaches the retailers. After patient’s diagnosis by doctor, patient purchases that product from retailer [4]. 1.2